Harnessing Data Analytics and Marketing Intelligence for Sustainable Marketing Innovation

Abstract

Amidst swiftly evolving consumer behaviors and environmental concerns, businesses must innovate marketing strategies sustainably. This chapter delves into the role of data analytics and marketing intelligence in driving such innovation. It begins by elucidating the contemporary marketing landscape shaped by digitalization, globalization, and environmental consciousness. The narrative navigates the multifaceted realm of data analytics, big data, machine learning, and predictive analytics to gain insights into consumer behavior and preferences. Marketing intelligence's centrality is underscored, emphasizing real-time, actionable data for decision-making in the fast-paced marketing environment. The chapter explores the synergy between data analytics, marketing intelligence, and sustainability, illustrating how organizations can align strategies with sustainability goals. The chapter emphasizes the transformative potential of data-driven insights in addressing marketing challenges responsibly, contributing to a more sustainable future for businesses in today's dynamic landscape.